Your gut built the business. Evidence scales it.
Somewhere in your invoices, schedules, and customer records sits the answer to the question you've been debating for months. We extract it — and when the answer isn't in your data, we go ask your market directly.
Folklore is expensive at scale
Every business carries beliefs that were true once: which service makes the money, which customers are 'good,' what the market will pay, why people choose you. Decisions compound on those beliefs — pricing, hiring, expansion — long after the data quietly disagrees.
We run the evidence two ways. Inward: your own operational and financial data, cleaned and made to answer the question at hand. Outward: structured research in your actual Northwest Arkansas market — customer interviews, win/loss, demand tests — not national industry reports stretched to fit.
What changes
The standing debate settled with evidence; a scorecard of the numbers that actually predict your month; market beliefs tested before capital follows them.
How we track it
Decision made and documented; forecast accuracy against the new model; margin by segment after re-pricing; research findings acted on within the quarter.
Where it shows up
Capital pointed at what the evidence supports; prices set on willingness-to-pay instead of fear; the end of meetings that re-litigate opinions.
Evidence, two directions
The question first
We start from the decision you need to make, not the data you happen to have. Analysis without a decision attached is a hobby.
Inward: your data
Invoices, schedules, job costs, CRM exports — cleaned, joined, and interrogated. Most owners are sitting on answers they've never once queried.
Outward: your market
Customer and lost-prospect interviews, demand tests, competitor pricing sweeps — original research in this corridor, sized to SMB budgets.
The operating scorecard
The handful of numbers that predict your month, automated to land weekly — so the evidence habit outlives the engagement.
Every engagement runs the same way: conceptual agreement on objectives, measures, and value — then one proposal, three options, one fixed fee.
See how we engageAn illustrative engagement
Composite scenarios drawn from the kinds of situations we work on. Details altered; client identities not used.
- Objective
- Settle a year-long debate: which product lines and customers actually earn their keep, and what would happen to margin if the worst were re-priced or released.
- Measures
- Contribution margin by line and customer after true cost allocation; margin shift after re-pricing; revenue retention through the change.
- Value
- Two 'cornerstone' accounts turned out to be subsidized by everyone else — re-priced with evidence in hand, one stayed, one left, and margin improved either way.
Illustrative composites for explanation of method — not statements of past performance, and not a guarantee of results.
Grounded in peer-reviewed research
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U.S. Census-linked evidence that data-driven decision-making is associated with significantly higher productivity among adopting firms.
Brynjolfsson & McElheran (2016) — “The Rapid Adoption of Data-Driven Decision Making,” American Economic Review, 106(5). doi.org/10.1257/aer.p20161016
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Across 732 firms, structured management practices — monitoring, targets, incentives — correlate strongly with productivity, profitability, and survival.
Bloom & Van Reenen (2007) — “Measuring and Explaining Management Practices Across Firms and Countries,” The Quarterly Journal of Economics, 122(4). doi.org/10.1162/qjec.2007.122.4.1351
Research informs our methods. Findings describe study populations — not a promise of results for any engagement.
Stephen Velasquez
Founder-owner of ZipHealthy for ten years — profitable, with no outside capital — and a former technology-product executive at Amazon, Microsoft, Walmart, and the U.S. Department of the Treasury. The advice you get has been paid for with the advisor's own payroll, and stress-tested at Fortune 1 scale. Every engagement is led personally, start to finish.
Asked by owners, answered directly
It's the normal starting point. Messy-but-present beats clean-but-absent, and the first week of every engagement is cleanup. If something truly can't be answered from your records, we'll tell you — and design the cheapest way to start capturing it.
Almost never at SMB scale. Your existing systems' exports, joined competently, answer most questions. We'd rather hand you a scorecard you maintain in tools you already own than sell you a platform.
Industry reports describe the average of a national market; you operate in a specific one. Twelve structured interviews with your actual customers and lost prospects beat three hundred pages about the sector.
Decide on evidence.
One conversation with the principal — no pitch deck, no junior associate, no obligation. If we can help, we'll show you exactly how we'd measure it. If we can't, we'll say so.
Prefer the phone? (479) 259-1390 · 240 S Main St, Suite #270, Bentonville, AR 72712
Most of our clients come to us by referral from other Northwest Arkansas owners. If someone sent you here — tell us who, so we can thank them.